Since athletes were first allowed to profit from their name, image, and likeness (NIL) in June 2021, the value of NIL deals has increased each year.
As the NIL era enters its fifth season, athletes’ valuation and individual endorsements have skyrocketed. Many schools now have their own official collectives dedicated to securing top talent and keeping key players out of the transfer portal.
This year, some of college football’s biggest stars have signed deals with major brands, and each partnership has contributed to their overall net worth. The players have received deals from various companies, and each contributes to their overall net worth.
10) Josh Hoover, QB, TCU
Junior Josh Hoover has been a key leader on TCU’s offense this season, throwing 2,372 yards, 22 touchdowns, and adding two rushing touchdowns. His production as a quarterback has made him a 2026 draft prospect.
Hoover has an NIL valuation of $2.3 million due to his partnerships with TCU’s Collective, The Flying T Club.
T9) Caleb Downs, S, Ohio State
Junior safety Caleb Downs has been a leader on Ohio State’s defense, recording a total of 25 solo tackles and two interceptions this season. His consistency has helped the Buckeyes remain undefeated and ranked No. 1 in the nation, making him a clear 2026 draft prospect.
Down has an NIL valuation of $2.4 million, reportedly secured through an exclusive deal with Panini American and partnerships with Beats by Dre, Celsius, American Eagle Outfitters, and The Foundation, Ohio State’s official collective.
T9) Julian Sayin, QB, Ohio State
Sophomore quarterback Julian Sayin has emerged as a top playmaker in college football. This season, he has thrown 2,188 yards and 23 touchdowns, while also contributing a minimum of two carries per game. His leadership and poise on offense have been key in keeping Ohio State ranked No. 1 in the nation. He is a Heisman contender and is currently ranked No. 2 in PFSN QB impact metrics.
Sayin’s $2.4 million NIL valuation comes from his partnership with The Foundation, Ohio State’s official collective.
T9) Ryan Williams, WR, Alabama
Sophomore wide receiver Ryan Williams has emerged as a playmaker for Alabama. This season, he has recorded 33 receptions for 495 yards and three touchdowns. Against Tennessee on October 18, Williams had one of his best performances yet, adding a 16-yard rushing carry to his stats.
His NIL valuation is $2.4 million. He has achieved this valuation by securing partnerships with major brands, including New Era, Beats by Dre, Nike, Sally Hansen, Hollister, while also benefiting from the support of Yea Alabama, the official Collective for the University of Alabama.
8) Ty Simpson, QB, Alabama
Quarterback Ty Simpson has been instrumental in Alabama’s offense’s success, helping the Crimson Tide maintain a No. 4 ranking and remain a College Football Playoff contender. This season, he has thrown 2,184 yards, 20 touchdowns, and just one interception, while adding one rushing touchdown.
His quickness and effectiveness as a quarterback have made him a Heisman Trophy Contender and a 2026 NFL draft prospect, currently ranked No. 7 in PFSN’s QB impact rankings.
Simpsons’ growing presence extends off the field, with an NIL valuation of $2.5 million. He built a strong portfolio with key partnerships with Yea Alabama, Amazon Prime, Gatorade, Hugo Boss, and EA Sports.
7) Fernando Mendoza, QB, Indiana
Fernando Mendoza had led Indiana to the No. 2 ranking in the nation, positioning the Hoosiers as legitimate contenders for a national championship. This season, Mendoza has thrown 2,124 yards and 27 total touchdowns. His impressive leadership and production have made him not only a top Heisman Trophy contender but also an exciting prospect for the 2026 draft. He currently ranks No. 1 in PFSN QB impact rankings.
Mendoza’s NIL valuation of $2.6 million could rise even higher if his strong play continues. He promotes his personal brand through “Mendoza Mania” merchandise available in the official Indiana NIL store.
6) Bryce Underwood, QB, Michigan
Freshman Bryce Underwood has quickly made his name on and off the field as Michigan’s starting quarterback. In his first collegiate season, he has thrown for 1,671 yards and eight total touchdowns, showcasing why he was a highly sought-after recruit.
Underwood’s NIL valuation of $3 million primarily comes from his partnership with Champions Circle, Michigan’s office NIL Collective. Through this collaboration, he launched his own merchandise store, called the Bryce Underwood Shop. He is also partnered with other brands, including Holister, Celsius, and Beats by Dre.
5) Garrett Nussmeier, QB, LSU
Senior Quarterback Garrett Nussmeier has thrown 1,808 yards, 12 touchdowns, and added one rushing touchdown. Throughout his collegiate career, he established a reputation by earning honors such as the 2024 MVP of the Texas Bowl and the 2024 MVP of the ReliaQuest Bowl. Nussmeier is also a projected 2026 draft prospect who is continuing to rise on and off the field.
His NIL valuation of $3.3 million stems from partnerships with major brands, including Nike, Powerade, and Raising Cane’s, as well as an appearance in EA Sports College Football 2. Bayou Traditions also backs him, the official LSU Tigers Collective that supports NIL opportunities for LSU athletes.
T4) Darian Mensah, QB, Duke
Redshirt sophomore Darian Mensah landed here after transferring from Tulane to Duke, a move with major NIL implications. This season, he has thrown 2,572 yards, 21 touchdowns, and just two interceptions, proving his value as a quarterback.
Mensah’s current NIL valuation stands at $3.5 million, primarily due to his $8 million, two-year deal tied to his transfer to Duke.
T4) LaNorris Sellers, QB, South Carolina
LaNorris Sellers had a great Freshman season last year, where he gained recognition as the SEC Freshman of the Year award and a spot on the Freshman All-American team.
This year, Sellers has thrown 1,536 yards and seven touchdowns, while adding two rushing touchdowns. Despite South Carolina’s five-game losing streak, he is an exciting 2026 draft prospect.
Sellers’ $3.5 million NIL valuation is based on several high-profile deals. One of his standout partnerships is with Dick Dyer & Associates, a local Mercedes-Benz and Volvo dealer, which gifted him a Mercedes-Benz G63, valued at $185,000. He also has other NIL deals with T-Mobile, Beats by Dre, and Raising Cane’s.
3) Carson Beck, QB, Miami
Carson Beck started the 2025 season strong, throwing 1,947 yards and 14 touchdowns. This performance helped him earn a spot on the 2025 Johnny Unitas Golden Arm Award Preseason Watch List and the 2025 Manning Award Midseason Watch List.
However, Beck’s momentum stalled on Oct. 17, when Miami fell short against Louisville, a game in which Beck threw four touchdowns. Although he bounced back with a win against Stanford, another two-interception game against SMU on November 1 raised concerns about his consistency.
Despite the struggles, Beck remains a prospect for the 2026 draft. His current NIL valuation is $3.9 million. His valuation is primarily driven by his deal with the Canes Connection NIL collective. This collective played a significant role in securing Beck’s transfer to Miami and remains his primary NIL partnership.
2) Jeremiah Smith, WR, Ohio State
Jeremiah Smith has been instrumental in keeping Ohio State ranked No. 1 in the nation this season. The Heisman trophy candidate has recorded a total of 55 receptions for 725 yards and nine touchdowns, earning him the No. 4 spot in PFSN’s Wide Receiver Impact metrics.
Smith’s NIL valuation is currently $4.2 million, boosted by several partnerships. He made history as the first-ever college athlete to appear on a Red Bell can and is also featured on the cover of EA College Football 26.
In addition to those two lucrative deals, Smith’s brand partnerships include: 7-Eleven, Adidas, American Eagle Outfitters, Lululemon, and Nintendo.
1) Arch Manning, QB, Texas
Sophomore quarterback Arch Manning has begun to prove himself on the field this season, throwing 2,123 yards, 18 touchdowns, and one rushing touchdown.
Off the field, Manning remains one of the most prominent faces of college football’s current NIL era, with his NIL valuation currently sitting at $4.8 million.
Manning’s headline partnership is with Panini America, focused on autograph trading cards. This partnership has expanded, adding signed jerseys and helmets to the collection. Securing this partnership as a freshman and continuing to grow highlights both his marketability and power.
Beyond Panini America, some of his other deals include: Warby Parker, Raising Cane’s, Uber, and EA Sports.
